Initial
Phase
Lifebuoy-Unilever soap was launched in 1995, this was the era, when in many parts of the world children
were being affected by the germs, and many of the children died before reaching
the 5 years and one out of three died in the 28 days according to research. Because at that time many of the people were less
aware of the diseases arising due to the germs, mainly people of the rural
areas of India and Africa. Lifebuoy started promoting the hand washing and
healthy life. In many of the short films by lifebuoy, it conveyed messages that
lifebuoy will help you to protect your children and will help you to grow your
children beyond the 5 years, because in the rural areas parents of the children
were farmers and they did not had the concept of cleaning the hands before
touching their children or washing hands properly before preparing meal which
badly affected their children. So lifebuoy conveyed messages, first clean your
hands then touch your children, so lifebuoy provided the sops fighting against
the germs and it remained successful in improving the health of the children.
Initially, when lifebuoy was launched, it contained the phenol which means lifebuoy contained
the carbolic acid. But with the increasing competitors in the market, because
other soaps were coming with the perfume and fragrance. After the surveys,
lifebuoy noticed people like the perfume soaps most not the phenol, so lifebuoy
completely left the use of phenol, now it is completely using the perfumes in
the soaps.
Lifebuoy
ADS
1) One of its earlier ADS is an AD in
which a player fells in the football ground and due to protecting himself from
germs uses the lifebuoy, and how healthy he becomes to win the game. In which
it was clearly shown after using the lifebuoy, felled player becomes active and
hits 6s.
2) Not forgetting the ads by Ajay Devgn
and kajol, lifebuoy with active silver formula in which Ajay asks why we give syrup
to babies with silver spoon, and why there is silver work in lado, because
silver give the powerful protection against the germs.
3) Lifebuoy total 10 ad by Ajay Devgn
and kajol, in which kajol says, germs first stuck in hands and then through
hands they go to the mouth and then these germs cause the diseases. The new
thing in this lifebuoy is that it protects against the 10 germs. This is very
consistent message by the lifebuoy that first germs stuck in the hands and
through hands they stuck the mouth and then they spread the diseases, if we
focus in various ads of the lifebuoy we will find this message is repeating in
many of the ads of the lifebuoy.
4) Then in the new ad by Ajay and Kajol
they again used the total 10 lifebuoy, by conveying the message that it will
protect you from the flue, because when hands are touched in the mouth theses
germ create the flue.
5) Then they brought the lifebuoy lemon
fresh by Kajol that helps you to get escape from the smelly sweat here they
related the smell with the germ and sweat both which means if you will use the
soap which protects against the germs will also protect you against the smelly
sweat.
6) Then they brought the new lifebuoy Turmeric
and lifebuoy Neem which simply was lifebuoy Haldi and lifebuoy Neem which will
protect against the skin infection and will fight the viruses and other germs,
because normally when skin infection occurs turmeric is mostly used for curing
it, what lifebuoy did, it simply brought lifebuoy turmeric to cure skin
infection.
7) We cannot forget the most famous ad
of the lifebuoy hand wash (hy banty tera sabon slow he kya,) in which they try
to show that lifebuoy hand wash remove the germs in the 10 seconds, which means
one do not need to give too much time to clean the hands but one can do this in
only 10 seconds to remove the germs.
8) One of the most recent ads of the
lifebuoy soap for the care and protect in which child is bowling and he catches
the ball and they have showed (catch pakro bimaryan nahn) which will 100%
protect from the germs, so the focus is diseases arising due to germs, which
they have showed life buoy can play great role to protect from.
Furthermore, lifebuoy is also doing many
campaigns at different places like schools, in villages so as to promote the
germ protection and healthy life and it has played a great role in the
reduction of the child mortality because lifebuoy is one of most first movers
who has promoted soap usage in order to combat the germs, infections and
verities of diseases like in the India and Africa many of the people were
unaware of germ protection which caused the death of the many children before
reaching 5 years
Most of these ads have been repeated in
the different countries with the consistent messages like Pakistan, India and
Bangladesh, but their message is the same, just they have either changed the
celebrities or the language because different countries have the different
languages. But their message is always to protect yourself from the germs. In
some ads they have related these germs with flue, sometimes with infection,
sometimes with stomach pain and sometimes overall health is disturbed due to
the these germs, where lifebuoy will play the great role in protecting you
against these diseases which are caused by the germs
So the message and content of the ads is
very much similar in the different ads coming in the different years and their
mission is also same focusing on the health and eradicating the germs by using
the lifebuoy soap and hand wash in order to promote the health but they have
become more practical in hitting emotions of people means now they create more
better linkage between germs, health and activeness.